Agency: C2 COMMS, UAE | Role: Senior Art Director
Forest City Creative Proposal
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Forest City is a real estate project located in the Johor Strait between Singapore and Malaysia. We were asked to launch Forest City in the UAE targeting primarily home seekers: Pakistanis, Indians, Syrians, Libyans and Iraqis.
Prior to producing any campaign idea, we first presented a solid and tight strategy to the client. The planners elaborated on how for a long time, the West was, more or less, politically and socially, welcoming. But it is not anymore. Today, the West wants less of (some of) the East. What exactly should today’s UAE-living, displaced, opportunity-seeking Muslims do? Where can they look to invest, to live, to retire, to educate their children? The modern Muslim explorers... where do we tell them to look for new ideas, for investment, for a better life, for a new beginning, and a better view? We at Forest City say: Always look where the sun rises.
The below visuals are moodboards only.
The Mood Montage Video
The video is a translation of the strategy "Always look where the sun rises" into a mood montage. It is corporate propaganda material that serves as a statement of philosophy rather than creative.
